La Liga drinks to AJEast Nigeria deal

Spanish club soccer body agrees regional partnership.

La Liga drinks to AJEast Nigeria deal

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La Liga, the association that operates the top two tiers of soccer in Spain, has agreed a regional partnership with AJEast Nigeria.

The beverages company, which owns the Big Cola brand, will offer customers access to exclusive La Liga content as part of the deal.

AJEast will also be given access to La Liga IP and marketing rights, along with ticket and hospitality packages, merchandising rights and digital and social media exposure.

Public viewing events will be held for this weekend’s El Clásico match between La Liga rivals Barcelona and Real Madrid, while trophy tours will also be organised.

The length and financial terms of the deal have not been disclosed.

Gregory Bolle, head of global partnership sales at La Liga, said: “La Liga loves Africa and Nigeria is a strategic country for us, because of its fans and numerous football talents such as Francis Uzoho [who plays for La Liga outfit Deportivo de la Coruna] and Oghenekaro Etebo [midfielder for Las Palmas].

“La Liga is proud to kick off this partnership with a leading beverage brand such as Big Cola. This partnership will allow our millions of Nigerian La Liga fans to further engage with the best league in the world. Through this innovative collaboration with Big Cola, we will prove once again that we are committed to becoming closer than ever to our fantastic Nigerian fans.”

Theo Williams, country director of AJEast in Nigeria, added: "We are proud to launch this partnership with La Liga. This partnership provides us with a remarkable platform to broaden Big Cola’s profile and values, while giving us another opening to create distinctive experiences for football fans all over Nigeria."